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“Every great story has a humble beginning, this one is no different; before you take your second step, you must take your first.”

The intricate patterns in these classic rugs show the vast skill of the weavers of JRF Collective. Traditional styling and timeless motifs will anchor your room with a sense of history while updated colors add sophistication. Rich hues and plush wool are a hallmark of quality that will last for years to come.

One vision, two looms, and an impressive journey. Jaipur Rugs and the JRF Collective started with a vision of connecting people around the world with the talents of the artisans throughout India. Through the coming years two looms would turn to twenty, then two hundred and beyond due to the attention gained from the artistry and craftsmanship.

Our overall work mandate is to reach out to remote rural areas and transform the lives of underserved communities, especially women, thus enabling them to start weaving not just rugs but also their own lives. This business philosophy goes beyond merely selling rugs; one of the company’s main goals has always been to improve the standard of living, education and income for its 40,000 weavers and artisans throughout India. Since most of the artisans involved are women, increased income will make meaningful contributions in alleviating poverty. We bring income generating opportunities to the door steps of artisans residing in the remotest of the locations and create sustainable livelihoods with the aid of our strategic partners.

We are a team of people that works to support rug crafting artisans to gain a greater sense of ownership and become small entrepreneurs. We encourage our artisans to be creative not only with what they are doing but also with their imaginations. We all had the same dream: to take each rug crafting artisan by hand and prove to them that they can sustain a dignifying life. Your purchase is a beautiful piece for your home and a beautiful blessing for the artisan.

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Buana

Bali and Java

Before his days with NOVICA, Buana sold his jewelry designs door-to-door in the tourist areas of Bali. Business was tough, and local store owners were often slow to pay. All this changed when he joined NOVICA 7 years ago.

Buana now employs 28 of his neighbors to keep up with demand, and can now afford to send both of his children to school.